Traditionally the launch of a next-generation high-end video card has been a staggered process. In the name of getting cards out as soon as possible the first cards are almost always reference cards coming preassembled straight from AMD or NVIDIA, which are then touched up in the livery of their partners before being boxed and sold. Only later on – particularly when there’s a solid supply of GPUs – can partners acquire individual parts and put together their custom designs.

But as it’s turning out the Radeon HD 7970 isn’t going to be a traditional launch. In a rare move AMD has loosened the leash on their partners just a bit, and as a result we’re seeing semi-custom cards planned for launch earlier than usual. XFX looks to be the first partner to take advantage of this more liberal policy, as alongside the reference cards being launched today they’re launching their first semi-custom 7970s